Uber taps Melanie C for eighth Red Cross Clothing Drive

Uber Australia has enlisted Spice Girl Melanie C to front the eighth year of its Australian Red Cross Clothing Drive, using one of pop culture's most recognisable wardrobes to encourage Australians to part with their own pre-loved clothes.

The campaign, led by Poem across strategy, creative, publicity and influencer, sees Melanie C open her personal fashion archive and donate five pieces including three tracksuits, a sequin suit and a black Gucci dress.

The activation plays on her three-decade association with Sporty Spice and the tracksuit, with a converted red London bus also hitting Sydney streets as a mobile campaign asset ahead of the national collection day.

On 17 October, people in Sydney, Melbourne, Brisbane, Perth, Adelaide and Canberra will be able to book free courier pickups through the Uber and Uber Eats apps, with clothing delivered to Australian Red Cross sorting locations.

The campaign enters its eighth year in Australia after collecting almost 125,000kg of clothing in 2025.

“The Uber x Red Cross Clothing Drive has become one of our most impactful annual traditions, demonstrating how our technology can mobilise our community for good,” Uber ANZ head of marketing Nicole Bardsley said.

“Having a global icon like Melanie C lead the charge brings incredible spice and scale to our core mission.”

Poem strategy director Chelsea Wright said the campaign deliberately focused on encouraging people to donate better-quality pieces.

“Melanie C's tracksuits are some of the most recognisable looks in pop culture, so seeing her hand them over gives people permission to go through their own wardrobes and part with the good stuff,” Wright said.

EssenceMediaCom is supporting the campaign across paid media, with History Will Be Kind leading corporate earned publicity in Australia.